Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09040
Notes:
Pages 112-127 in Tema Milstein, Mairi Pileggi, and Eric Morgan (editors), Environmental communication pedagogy and practice. Routledge: Abingdon, Oxon, England. 277 pages.
25 pages., via online journal., Designers are trained professionals who understand how to effectively visually communicate based on executing principles of design and an understanding of their audience. Within the beef seedstock industry, ad design varies widely in terms of technical effectiveness, but how do those differences affect potential customers? This study tested the effects of seedstock ad’s graphic design on the viewer’s trust and credibility among 561 Angus cattle producers. Our results show the graphic design of a beef seedstock ranch ad promoting an upcoming bull sale did not influence producers’ perceptions of trust and credibility. However, results did reveal better designed ads are positively related to producers’ trust of that brand. We suggest the study results were influenced by a first impression established through the brand description presented to all treatment groups, which illustrates beef seedstock buyers may be more reliant on other informational cues than design to inform their purchasing decisions. Future research is needed to parcel out effects of the brand information relative to the design aspects of the ad.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 191 Document Number: D02921
Notes:
Online from Print Magazine. 6 pages., Selection of illustrations and advertisements from 1916 and perhaps other unidentified years in the Rural New Yorker farm periodical.
Littlefield, Joanne (author / Abraham Baldwin Agricultural College)
Format:
Presentation
Publication Date:
2020-10-26
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D11942
Notes:
PowerPoint visuals from webinar presented to the Society of Agricultural Communication Scholars on October 26, 2020. 16 pages., Presentation featuring techniques and principles of incorporating visual communication into agricultural communication teaching and research efforts.
